I 摘要 当前，整合营销的理论和实际应用创造了新的突破口。舒尔茨和其他学者以对 沟通的综合层面进行的深入研究为基础，提出了以公司整体战略水平的价值为基础 的综合营销交流的概念，提议将顾客视为资产，将交流视为投资。移动网络技术的 迅猛发展，从根本上改变了企业熟悉的商务环境和用户对话型的沟通方式。以交互 式媒体、数据库及资产管理为基础的交互式综合营销开始成为企业创造价值的重要 战略工具。2013年以来，中国国内整体电脑市场呈现下跌趋势。与此同时，随着诸 如京东商城等电子商务平台的迅速发展，过去借助信息不对称所壮大起来的传统个 人电脑制造公司的市场状况也急剧下降。 面对这样严峻的内外环境，国内个人电脑企业对生存的压力正在增加，同时在 过去20年里确立的相对稳定的市场结构开始出现破裂和重建的征兆。面对困难，各 电脑制造公司为了寻找突破口，选择了不同的市场战略。部分企业选择了低成本战 略，而其他企业有的则转换为线上销售。本文以H公司作为研究对象，对当前市场 营销策略进行分析，根据其存在的问题提出相应的对策。本文首先采用SWOT理论、 PEST分析法以及行业市场环境等理论对H公司市场营销环境进行分析，其次对比传 统营销模式与互联网营销之间的差别，从而找出该企业的市场营销策略存在的问题， 最后针对存在的问题提出对策。本文是基于新零售时代下提升当前电脑企业营销策 略水平展开的研究，希望为相关企业的发展提供一定的借鉴。 关键词：新零售 营销策略 网络营销 计算机 Abstract I ABSTRACT At present, the theory and practical application of integrated marketing have created new breakthroughs. Schultz and other scholars put forward the concept of comprehensive marketing communication based on the value of the company's overall strategic level based on in-depth research on the comprehensive level of communication. They proposed to treat customers as assets and communication as investment. The rapid development of mobile network technology has fundamentally changed the business environment and user dialogue-type communication methods that enterprises are familiar with. Interactive comprehensive marketing communication based on interactive media, database and asset management has begun to become an important strategic tool for companies to create value. Since 2013, all domestic computer markets in China have shown a downward trend. At the same time, with the rapid development of e-commerce platforms such as JD, the market voices established by traditional PC manufacturing companies that used asymmetric information in the past have also declined sharply. Faced with such a harsh internal and external environment, the pressure on domestic PC companies to survive is increasing. At the same time, the relatively stable market structure established in the past 20 years has begun to show signs of rupture and reconstruction. Facing difficulties, various computer manufacturing companies have chosen various market strategies in order to find a breakthrough. Some companies have chosen a low-cost strategy, but others have switched to online sales. This article takes H company as the research object, analyzes the current marketing strategy, and puts forward the corresponding countermeasures according to the existing problems. This article first uses SWOT theory, PEST analysis and industry market environment theory to analyze the marketing environment of H company, then compares the differences between traditional marketing mode and Internet marketing, so as to find out the problems existing in the marketing strategy of the enterprise, and finally puts forward countermeasures for the existing problems. This paper is based on the new retail era to enhance the current level of computer enterprise marketing strategy research, hoping to provide some reference for the development of related enterprise. Keywords: New retail marketing strategy network marketing computer marketing 目 录 I 目 录 摘要 ................................................................ I Abstract ............................................................. II 第一章绪论 ............................................................ 1 1.1研究的背景及研究意义 ........................................... 1 1.1.1研究背景 ................................................. 1 1.1.2研究意义 ................................................. 2 1.2研究现状 ....................................................... 2 1.2.1国外研究现状 ............................................. 2 1.2.2国内研究现状 ............................................. 6 1.3研究内容、方法及创新点 ......................................... 9 1.3.1研究内容 ................................................. 9 1.3.2研究方法 ................................................. 9 1.3.3研究创新点 .............................................. 10 1.3.4技术路线 ................................................ 10 第二章 概念界定和理论基础 ............................................ 12 2.1概念定义 ...................................................... 12 2.1.1新零售理论 .............................................. 12 2.1.2客户关系管理理论 ........................................ 13 2.2市场营销理论基础 .............................................. 14 2.2.1 4C营销理论 ............................................. 14 2.2.2 SWOT理论 ............................................... 15 第三章H公司简介及笔记本电脑营销环境分析 ............................. 17 3.1 笔记本电脑发展历程及H公司简介 ............................... 17 3.1.1公司简介 ................................................ 17 3.1.2 H公司笔记本电脑营销理念 ................................ 19 3.2 笔记本电脑PEST宏观环境分析 .................................. 19 3.2.1 政治环境分析 ........................................... 19 3.2.2 经济环境分析 ........................................... 19 目 录 II 3.2.3社会环境分析 ............................................ 20 3.2.4技术环境分析 ............................................ 20 3.3笔记本电脑行业市场环境分析 .................................... 20 3.3.1国内笔记本市场外部分析 .................................. 20 3.3.2国内笔记本市场内部分析 .................................. 23 3.4 笔记本电脑SWOT分析 .......................................... 23 3.4.1优势 .................................................... 23 3.4.2劣势 .................................................... 24 3.4.3机会 .................................................... 24 3.4.4威胁 .................................................... 24 第四章H公司笔记本电脑营销策略现状与问题分析.......................... 25 4.1 H公司笔记本电脑营销策略现状 .................................. 25 4.2线下渠道门店的优劣分析 ........................................ 25 4.2.1线下渠道门店存在的劣势 .................................. 25 4.2.2线下渠道门店存在的优势 .................................. 26 4 .3客户消费习惯的改变 ........................................... 26 4.3.1电商平台的迅速崛起 ...................................... 26 4.3.2利润有限 ................................................ 27 4.3.3服务流程僵化 ............................................ 27 第五章H公司笔记本电脑渠道门店的新营销策略 ........................... 28 5.1盈利模式 ...................................................... 28 5.2客户关系管理模式的转型 ........................................ 28 5.3搭建会员平台及管理 ............................................ 29 5.4营销传播策略 .................................................. 29 5.4.1把握市场细化 ............................................ 29 5.4.2互动媒体的选择 .......................................... 30 5.4.3利害关系人关系管理评价 .................................. 30 5.5创造关联促进体验 .............................................. 30 5.5.1利用裂变效应，塑造良性社会影响 .......................... 30 5.5.2重视网红效应和明星效应 .................................. 31 目 录 III 5.5.3打造“顾客商务社交圈” .................................. 31 5.6以大数据优化体验 .............................................. 31 5.6.1数据赋能，精准营销 ...................................... 31 5.6.2产品差异，体现个性 ...................................... 31 5.6.3文化引领，全员营销 ...................................... 32 5.6.4新媒体助推精准传